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Building Web Leaders with Drupal

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The world is undergoing the most profound shift of basic premises in the last several hundred years, if not the last thousand or so years… Sitting on the sidelines is not an option. ...

The world is undergoing the most profound shift of basic premises in the last several hundred years, if not the last thousand or so years… Sitting on the sidelines is not an option.
-Tom Peters, World renowned author and business strategist

The web is redefining human interaction, markets and brands. Powerful new hubs of influence are continually emerging. The opportunities for David to topple Goliath has never been greater – and may never be again. While everyone has a website, those on the winning side think differently. They have a different game plan and excel at executing it.

The day of the open enterprise is here. Open Enterprise is a philosophy first and foremost – but to implement correctly, you’ll need the right technology. Drupal is your secret weapons in the new age of trust economies. In this session we will explore the strategies used by web leaders and how Drupal fits as the ultimate Open Enterprise engine.

We will peer into the minds of web leaders to reveal:

* The five disciplines of web leaders
* The blueprint for next generation websites
* Top strategies for integrated online marketing
* Emergent processes for maximizing Enterprise efficiency and innovation

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  • Ask people why they are interested in Drupal.“Many people come to Drupal because they love the technology. We came to Drupal for a different reason, we were looking to build a particular type of website. There are particular strategies that online leaders follow. We wanted a platform that would help execute those strategies. Drupal is the most capable platform for executing those strategies by far.”Photo: http://www.flickr.com/photos/dcsf2010/4561985806
  • There are millions of dollars of returns being generated by the web every day. Items being sold, sales leads generated, sales cycle being accelerated, processes being streamlined, customers helping them selves and loving doing it, brands being built, customer champions unleashing a wool win of free marketing. But only for a few special websites. Only a few reap the lions share of the benefits from the unbelievable force that is the online world.
  • TODO: leader in their niche
  • TODO: define online presencehttp://www.flickr.com/photos/23912576@N05/3902271512/
  • TODO: define online presencePhoto: http://www.flickr.com/photos/acmace/441065062
  • TODO: define online presencePhoto: http://www.flickr.com/photos/jenaardell/4434366505
  • [photo: http://www.flickr.com/photos/billburris/2245430380/]
  • Photo: http://www.flickr.com/photos/denverjeffrey/2561885967
  • Trust equationPhoto:
  • Photo: http://www.flickr.com/photos/fredcavazza/3428921418
  • “How do you know what to buy. What are the best things to do”In ancient times we went to the bazar and we talked with people.Then the industrial revolution happened, and the world got much more complex. Things got much more complex. People became more removed from each other.Luckily there were ad agencies that help companies tell you want you needed to buy, what you should believe. But they worn’t always trueful. And kept getting increasingly anoing.Luckily the internet came and allow us in our modern world to connect with one another.It used to be that you held your products up on high and told people what to think. Now ever talks about your products to each other. Whether you would like them to or not. You need to bring your products down of their high peditial and put them in the community square and discuss. You can’t just tell any more, you need to engage.Photo: http://www.flickr.com/photos/tinou/2065322341
  • Aesthetics – you have 8 seconds to make an impressionUsability – people need to find what they are looking for fast – and they don’t want to read to do itContent – the do want to read, to assimilate informationFunctionality – Now that I have the info I need, what else can I doHuman – We seek out voices that sound familiar, can I find it, can I connect with those voices.Photo: http://www.flickr.com/photos/svenwerk/858381180
  • What is brand?Brand is not a logoBrand is not a tagline – even if it tells you to think differentlyIt is about the way you think – about thinking differentlyPhoto: http://www.flickr.com/photos/nilson/255662963
  • TODO: engagement and brand are very closely related. Engagement = working memory, brand = long term memory. Talk about how the brain works.VocabWorking memory / short term memory – only 18 secondsBecomes long term memory by process of rehearsal & meaningful associationWorking = frontal lobe, moves back and forth through hipocampus, then is distributed to cortexPhoto: http://www.flickr.com/photos/genista/3432987963
  • TODO: define online presencePhoto: http://www.flickr.com/photos/vernhart/1073265478
  • TODO: discuss different types of conversion. Use database breath and depth to transition to retension
  • Photo: http://www.flickr.com/photos/paullew/4304362073
  • TODO: discuss customer champion pyramid
  • TODO: cost of selling to existing customers. Examples of retention: visitors coming back
  • TODO: discuss customer champion pyramid
  • Photo: http://www.flickr.com/photos/soldiersmediacenter/397695157
  • Photo: http://www.flickr.com/photos/28634332@N05/4054720616
  • TODO: discuss customer champion pyramid
  • “The key is to make decisions around working software”
  • TODO: discuss customer champion pyramid
  • TODO: discuss customer champion pyramid
  • TODO: discuss customer champion pyramid

Building Web Leaders with Drupal Building Web Leaders with Drupal Presentation Transcript

  • Building Online Leaders
    with Drupal
  • Why do you Drupal?
  • social classes of websites
    leaders
    results oriented
    competing
    & winning
    basic
    websites
  • beating the odds
    leaders
    results oriented
    basic
    websites
    competing
    & winning
  • defining online leader
    Process of social influence in which one person can enlist the aid and support of others in the accomplishment of a common task
    Maximize success on the web
    • In a niche
    • Maximize Returns (short term ROI)
    • Maximize Goodwill (long term ROI)
  • cornerstones of online leadership
    process
    retention
    conversion
    brand
    engagement
    audience
  • Audience
    • Traffic & Eyeballs
    • Targeted
  • Defining online presence
  • Defining online presence
  • audience – seo magic formula
    great architecture
    great rankings
    great backlinks
    great content
  • audience – search engine optimization
    great architecture
    • Page Title
    • Nodewords / Meta Tags
    • Path & Pathauto
    • XML Sitemap
    • SEO Checklist
    great content
    • Content Analysis
    • Content Optimizer
    • Readability
    • Keyword Research
    • Link Intelligence
  • flickr.com/photos/dougbelshaw/4016886839/
  • audience – social media
    feeds & apis
    • Feeds / FeedAPI
    • RSS
    • FeedBurner
    • Services
    blogs
    • Blog module
    • Trackback
    • Pingback
    social bookmarking & syndication
    • Addthis, Sharethis, ServicesLinks
    facebook
    • Facebook social plugins integration
    twitter
    • Twitter module
    • Tweet button
    media - photos, video, audio
    • Embedded media field (Flickr, YouTube)
    • Podcast
  • Defining Web 2.0
  • engagement steps
    Aesthetics
    Usability
    Content
    Functionality
    Human
  • drupal = engagement steroids
    Aesthetics
    • Total theming control
    Usability
    • UI Widgets
    • UI Patterns
    Content
    • Transforms subject mater experts into publishers
    • Management
    Functionality
    • 6,000+ modules
    Human
    • Ahem, “Community Plumbing”
  • Defining Brand
  • How memory works
  • impression quadrant
    passive
    active
    positive
    rational
    emotional
    negative
    short-term
    long-term
  • making a good impression
    Aesthetics
    • Clean
    • Emotional branding
    Usability
    • Don’t make me think - be taken for granted
    Content
    • Transform corporate communications into genuine conversations
    Functionality
    • Kano Analysis
    • have must haves
    • more, more is betters
    • surprise with delighters
    Human
    • Look human, sound human, be human
    • Connect peers
  • conversion
    latent need
    active need
    interaction
    lead
    future interaction
    salesstep
    contact permission
    sold
  • conversion machine
  • he who has the biggest database wins
    depth (records)
    wide
    breath (fields)
    narrow
    shallow
    deep
  • it’s your data, do what you want to do
    email & smail
    • archive newsletters w/ rss feed
    • special offers
    • surveys
    • personalized landing pages
    keeping coming back
    • eyeball strategies
    • engagement strategies
    • community
    • extranet
  • the ultimate goal
    recommended
    champions
    preferred
    loyalty & goodwill
    awareness
    social & ads
    finding
    sem & directories
  • process
    business
    processes
    improvement
    web
    presence
    improvement
  • business process improvement
  • inspect & adapt
  • the Pareto principle Drupalized
    work
    results
    prototype
    &
    elaborate
  • five disciplines of web leaders
    user focused
    best practices driven
    systems thinking
    learning organization
    experiment
  • the ultimate process goal
    innovation
    continuous
    sustainable
  • thank you!
    Tom McCracken
    LevelTen Interactive
    Director
    Phone: 214.887.8586
    Email: tom@leveltendesign.com
    Twitter: @levelten_tom
    Blog: leveltendesign.com/blog/tom
    LinkedIn: linkedin.com/in/tommccracken
    flickr.com/photos/dcsf2010/4561985806
    flickr.com/photos/x-foto/4923221504
    flickr.com/photos/slack13/2683947718
    flickr.com/photos/23912576@N05/3902271512
    flickr.com/photos/acmace/441065062
    flickr.com/photos/jenaardell/4434366505
    flickr.com/photos/deciter_interactions/4052969929
    flickr.com/photos/svenwerk/858381180
    flickr.com/photos/fredcavazza/3428921418
    flickr.com/photos/tinou/2065322341
    flickr.com/photos/svenwerk/858381180
    flickr.com/photos/nilson/255662963
    flickr.com/photos/genista/3432987963
    flickr.com/photos/vernhart/1073265478
    flickr.com/photos/paullew/4304362073
    flickr.com/photos/soldiersmediacenter/397695157
    flickr.com/photos/28634332@N05/4054720616